Viber India joins the league of other messaging apps in the country like WeChat India, Hike and Line for launching TVCs and spiking marketing spends to engage with its users. The messaging app which has more than 20 million registered users has launched its first TV ad campaign.
Acquired earlier this year by Rakuten, one of Japan’s largest Internet companies, for $900 million, Viber has kept its focus on the youth in the new ad campaign. The new ad is fun and seeks to connect to the youth via a talking dog who chronicles the benefits of using Viber. Having started its India operations in December 2013, the ad showcases how Viber changes the dull life of the dog’s owner and makes him more social and connected with friends to ultimately become ‘Mr. Popular’. The video is embedded below:
The ad was first rolled out on all digital platforms of Viber. On YouTube the ad has crossed more than 533K views. The Facebook page of Viber India, which has more than 994K fans, has been engaging with fans by having contests related to the TVC. On Twitter the messaging app has been promoting the TVC with the hashtag #TheFunVibe and also sharing personalized tabs among Twitter influencers.
— Viber India (@Viber_India) July 17, 2014
— *Professor Gujju* (@oye_gujju) July 19, 2014
— Bollywood Gandu (@BollywoodGandu) July 18, 2014
In addition to the TVC launch, Viber India has also shared that out of 360M global users it has more than 20M registered users in the country. In the month of March, 2014, Anubhav Nayyar, Country Head, Viber India had shared that the app had 16 million registered users from India out of which 4 million were active ones.
Surprisingly, on this occasion, Viber India hasn’t revealed the active monthly user base. Nevertheless, like Whatsapp which has more than 50 million monthly active users in the country, Viber also considers India as an important market.